How to build a strong brand story around your food brand
The whole idea of storytelling may seem a bit "oldschool" to some, as there are supposedly no real lovebrands anymore and consumers only orientate themselves on price as a differentiating factor. But hence, some of the most valuable brands on the planet still use a strong mission & vision that customers can (or can't) identify with. Science confirms the power of storytelling, because our brain processes emotions, and when we can understand the feelings of others, compassion arises. This creates real emotional connections, which can be turned into trust, and ultimately into sales.
In our opinion, the right brand story is still one of the most important means to retain the right customers in the long run, and in this article, we have summarized what is important and what you should pay attention to when creating or revising your brand story for a food brand.
Your own brand story should convey your business objectives to both employees and customers, which is why it is so important.
But how do you start right with your brand story?
1. Determine your "Why"
Begin every process around a brand story by asking why you do what you do. Why does your business exist? How does it contribute to the world? What motivated the founding team to start the company?
Think of the story 'behind' why your brand exists at all. This story doesn't have to be groundbreaking, but convincing. Often this works best when someone could not find a product or service they were desperately looking for - and then they just developed it themselves.
2. Understand your product
To understand your brand story, you also need to understand how and where your products fit into it. A brand story that cannot be associated with your product may earn you a loyal fan base but only few sales. Products sell in different ways, and the brand story must take that into account.
To find out how your products fit into your brand story, ask yourself the following questions: What are the quality and price point of my product? Does my product solve a problem or should it trigger a certain feeling in the consumer? How does my product differ from the competition?
The product should always fit to what you want to tell the consumer. A pasta sauce, for example, that is mass-produced and contains numerous additives may not fit the story of a hand-made, lovingly seasoned sauce straight from grandma's cooking pot. It can work, but it can also backfire. It is therefore always better to harmonise product and story so that everything remains authentic.
3. Understand your audience
This third element is about your target audience & buyers. Knowing their preferences and problems can help you find out how your brand story fits into the lives of your customers.
Questions like these can help in this exercise: What is at stake if the consumer does not buy my product? Who is my ideal customer? Why are they triggered to buy my product?
The main rule here is not to aim at serving all customers equally, because this is rarely successful. It is better to select a specific target group and to tailor your brand story specifically to their needs and why their lives change for the better if they purchase your products. That is how you achieve the best results.
4. Implement your brand story credibly
Creating your brand story is one thing; another is to implement it across all areas of your business. Every customer interaction counts, and every interaction must bring your brand story to life.
"A brand has only a few moments, a few seconds to say something and make a sale," says brand expert Conway. "If the brand can't communicate its message clearly and concisely in one sentence -or one glance at the logo - it has failed."
That is why it is important to present your brand story coherently across all channels in order to achieve credibility and trust, and thus build long-term customer loyalty.
If you have any questions regarding your own brand story, we are always happy to help.